Andy Devaney
Non-league football got a proper taste of the professional game on Sunday when former Premier League and EFL star Steve Sidwell dusted off his boots to turn out for Mercia United. The ex-Brighton and Chelsea midfielder joined the Tamworth & District Sunday League side on a one-off free transfer in their cup clash against Sitters United – and while Mercia fell to a narrow 1-0 defeat, the day was about much more than the scoreline.
The match marked the grand finale of the Jameson x EFL Ultimate Matchday Competition, which gave one grassroots team the chance to experience life as a professional club for a day. From more than 3,000 entries, Mercia United won the golden ticket — complete with full Jameson-branded matchday setup, Sky Sports punditry, analysts, a professional referee, physio, and even a star player in Sidwell himself.
Sky Sports’ David Prutton, Jobi McAnuff, and David Stowell were pitchside to lead the pre-match buildup, commentary, and post-match analysis — giving Mercia’s players the surreal experience of being part of a televised event.
“It was a fantastic initiative, and I’m proud to have been part of it,” said Steve Sidwell. “The non-league teams in this country truly represent the passion of local communities and it’s great to see Jameson and the EFL celebrating and rewarding them with this experience.
“I remember my early days playing in these conditions and dreaming of making it pro. The memories from today will stay with these boys forever and hopefully have a lasting impact on the local community.”
For Sky Sports presenter David Prutton, the day struck right at the heart of what makes football special. “One of my favourite things about my job is getting closer to football communities, and today was a brilliant way to do so. Jobi and I had so much fun covering the ultimate matchday experience for Mercia United – and what a treat to see the great Steve Sidwell back on the pitch!”
He added, “Initiatives like this highlight the importance of ensuring fans and teams, across the country and leagues, are at the heart of everything we do. Campaigns like this from the EFL and Jameson do wonders in promoting a positive, inclusive and fun football environment, and I can’t wait to see what else they do.”
Behind the scenes, Mercia United’s club secretary, assistant manager, and centre-back Vinny Ibrams couldn’t have been prouder. “We are delighted to have won this amazing competition and I’m very grateful for the work from Jameson, the EFL and everyone else involved to make this day happen,” he said.
“The prizes have enabled us to purchase some new training wear, new equipment and become a bit more financially stable as a club for the season. We’re also thankful to our opponents Sitters FC for being great sports with the day and accommodating the experience.”
For Jameson, the partnership with the EFL is about uniting people through football and community spirit — with a dash of Irish warmth, of course. “Nothing brings people together like football, well, maybe a round of Jameson!” said Josh McCarthy, Brand Director at Pernod Ricard UK.
“For many, playing the game probably takes you as far as the local park. So, we wanted to bring the dreamers together, those who have a real passion for football, and give them the EFL matchday experience they’ve always imagined.
“With Sky Sports commentary, analysts, physios, new kits, official PUMA footballs and even a star signing in Steve Sidwell, Mercia United have absolutely embraced the fun. Jameson are delighted to have given them an EFL day they’ll never forget.”
As part of their prize, Mercia United also walked away with a £2,000 Pro:Direct voucher to invest in fresh PUMA kit — a practical boost to go with the memories.
The Ultimate Matchday Competition is part of Jameson’s ongoing four-year partnership with the English Football League, which includes its Connects FC initiative tackling social isolation through community-led football events. Every EFL club charity involved receives £2,500 to fund local programmes — small gestures making a big impact across the country.
From grassroots grit to Sky Sports glamour, Steve Sidwell and Mercia United proved that football’s magic isn’t confined to the big stadiums. Sometimes, it’s found on a cold Sunday morning, with muddy boots, proud smiles, and a shared love for the game that brings everyone together.
